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AI in Advertising: Transforming Marketing Strategies for International Business
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Author(s): Madhavi Damle (Symbiosis Institute of Digital and Telecom Management, Symbiosis International University, India), Pranav Jog (Symbiosis Institute of Digital and Telecom Management, Symbiosis International University, India)and Susmit Baidya (Symbiosis Institute of Digital and Telecom Management, Symbiosis International University, India)
Copyright: 2026
Pages: 36
Source title:
Marketing Strategies for the Internationalization of Businesses and Brands
Source Author(s)/Editor(s): Sandrina Francisca Teixeira (Polytechnic Institute of Porto, Portugal), Jorge Remondes (Polytechnic Institute of Porto, Portugal)and Sandra Zelaya (Pontifical University of Salamanca, Spain)
DOI: 10.4018/979-8-3373-1787-8.ch006
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Abstract
The chapter focuses on the disruptive way Artificial Intelligence (AI) and Machine Learning (ML) are changing the current advertising environment, and how these technologies are transforming the way brands interact with consumers in a revolutionary way. It discusses the role of AI in data-driven targeting, personalisation, predictive analytics, and campaign automation. It addresses the challenges or opportunities a business seeks to gain a competitive advantage through the use of AI. The study explains why AI enables brands to transcend the broad-spectrum methodology of messaging types and transform into a hyper-personalized, real-time, and contextual advertising experience. The chapter can demonstrate the real-life application of AI through the case of global brands such as Nike, Unilever, and Spotify to handle cultural changes, sustainability issues, and consumers' changing preferences.
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